Demi Marchese is the Founder and Head of Brand at 12th Tribe, a fast-growing fashion brand blending curated style with operational excellence to empower the next generation of confident women. With expertise in merchandising, marketing, and brand-tech integration, Demi turns creative vision into scalable systems that drive real growth.
Bootstrapped from scratch, 12th Tribe reflects Demi’s hands-on leadership across every function, from designing product drops to building workflows that streamline team execution. She’s driven by a mission to not only create beautiful apparel, but to curate a lifestyle rooted in confidence, freedom, and community.
Demi is also a systems thinker, embracing AI and automation to scale brand voice, streamline content, and optimize customer journeys. She’s trained ChatGPT to mirror her own copy style, implemented AI-driven SMS segmentation, and continues to experiment with tools that bring brand and tech closer together.
In This Conversation We Discuss:
- [00:40] Intro
- [01:00] Building a site before Shopify blew up
- [03:34] Testing demand without inventory risk
- [05:06] Leveraging organic social growth
- [07:09] Responding quickly to market shifts
- [08:57] Episode Sponsors: Intelligems & Electric Eye
- [12:01] Refocusing on your core customer
- [14:10] Scaling brand voice using AI
Want more insights from top Ecommerce leaders? Our episode guest was a featured speaker at eTail Palm Springs 2025, sharing insights with top Ecommerce minds. If you want to be part of the next big discussions, join eTail Boston in August 2025 and/or eTail Palm Springs in February 2026!
Learn more at eTail’s official sites:
Resources:
- Subscribe to Honest Ecommerce on Youtube
- Your online vibe director + stylist 12thtribe.com/
- Follow Demi Marchese linkedin.com/in/demimarchese
- Book a demo today at intelligems.io/
- Schedule an intro call with one of our experts electriceye.io/
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